EFFECTS OF COUNTRY OF ORIGIN, COUNTRY ANIMOSITY AND FOREIGN PRODUCT USAGE EXPERIENCES ON PRODUCT JUDGEMENT: A STUDY OF CHINESE CUSTOMERS
Degree Granting Department
Scott Liu, Ph.D.
Moonhee Cho, Ph.D.
Roxanne Watson, Ph.D.
An experiment was conducted to test hypotheses the country-of-origin, country animosity and product usage experience jointly determine the intention of product purchase. One hundred and seventy Chinese students participated in the experiment and responded to advertisements designed to promot laptop computers manufactured in Germany, Japan, India and the Philippines. Regression analysis results indicate that general product purchase intentions were significantly influenced by participants' pre-existing COO and CA perceptions. The interaction effects between COO, CA and product usage experience were also confirmed, meaning that the effects of COO and CA on purchase intentions were moderated by the variety and frequency of actual product usage experience.
Scholar Commons Citation
Sui, Cong, "EFFECTS OF COUNTRY OF ORIGIN, COUNTRY ANIMOSITY AND FOREIGN PRODUCT USAGE EXPERIENCES ON PRODUCT JUDGEMENT: A STUDY OF CHINESE CUSTOMERS" (2014). USF Tampa Graduate Theses and Dissertations.